Refined Insider’s Guide
Bruce County’s Refined Insider’s Guide invites you to Explore, Dream, and Thrive: Live in Bruce County
See why it’s the perfect place to call home.
Bruce County’s Refined Insider’s Guide is an 11-page publication (digital and print) that highlights why this beautiful region on the shores of Lake Huron continues to capture the hearts of newcomers. Building on the original Insider’s Guide launched in 2023, this updated version goes beyond lifestyle stories and local tips—it includes practical statistics, relocation resources, and real insights from people who’ve chosen to call Bruce County home.
Created as part of the second phase of our Call Bruce County Home campaign, the Refined Insider’s Guide was designed with potential movers in mind. Available online through living.brucecounty.on.ca—and in hardcopy upon request—the guide helped us stay connected with a growing audience: 139 new leads who not only downloaded the guide but continued to engage through follow-up emails and personalized communications. As a result, we had five direct interactions with individuals who were actively considering a move—and told us so in their own words.
“I am a family of 4…. We are no longer interested in being in a big city and are looking for a place that’s affordable and peaceful for us to live…. I have done a lot of research, and everything keeps pointing me back in this direction, so I am reaching out in hopes of making something happen.” – Interested potential resident
Our campaign started with clear goals:
- Help people reimagine what life could look like in Bruce County
- Offer resources that make relocation less overwhelming
- Share real stories from real people living, working, and thriving here
- Inspire connection and create a sense of belonging—even before people arrive
By refining our audience targeting, we broadened our reach. Our pilot campaign focused on experienced professionals nearing retirement, but the refined approach shifted gears to engage a younger demographic—people aged 30–45, many with young families, living within 100 km of the GTA. These are individuals who already have some familiarity with Bruce County and are looking for more space, more nature, and more balance in their daily lives.
To further support the guide, our landing page features video stories from real people who have made the move to Bruce County—many of whom are also featured throughout the Refined Insiders Guide. These authentic, relatable voices help bring the guide to life and provide a deeper, more personal connection to our community.
In Bruce County, sustainability is about more than the environment—it’s about the longevity of our communities, our workforce, and the way we grow together. The pilot phase of this campaign helped us better understand who is most likely to relocate and why. From that learning, we built a more inclusive and data-informed campaign that reached over 1.2 million people and sparked genuine conversations. With 139 new leads and 5 one-on-one engagements, we’re seeing the early impact of a human-centered, place-based strategy. While relocations take time, our efforts to nurture these relationships continue—with the long-term goal of welcoming new residents who are aligned with our values and eager to contribute to the future of Bruce County.
Whether it’s the chance to build a business, raise a family, or simply enjoy the peace and beauty of our landscapes—Bruce County offers space to grow, room to breathe, and a community that’s ready to welcome you.
Your adventure starts here. Explore, Dream, Thrive—Live in Bruce County.
